User reviews matter - but don’t take our word for it
Monday, July 2nd, 2007For the last few days we have been reviewing industrial quantities of user-generated reviews for a client. There are many intricacies with this data. It is inconsistent, anecdotal, sometimes hard to compare statistically, and yet the story it tells is often gripping. Why is our customer interested? They want to know what the key triggers of consumer recommendation are, and what drives consumers mad.
Jupiter reports that 77% of all online buyers check user-generated reviews before making a purchase.
User generated reviews are more trusted by travellers than any other source of information.
In Scotland a hotelier - desperate for positive coverage - has admitted faking reviews on Trip Advisor.
In the United States lawyer John Henry Browne rated “average” thanks to user-generated reviews on the website Avvo is - you guessed it - suing the website. Story here (requires registration), or on Wikipedia. via Freakanomics.
If your business doesn’t monitor what its consumers are saying about you, you are missing out on understanding your number one online channel.
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